The 2025 On-Target Report just dropped, and it confirms what the data has been signaling for years: Advanced Audiences are the only way to get efficiency in a fragmented market.We analyzed the segments so you don't have to read the white paper.

Here is the tactical breakdown for your Q4 planning.

New Moms: The Streaming Shift is Aggressive

The "New Mom" (Women 18-44 with a child under 2) is historically a high-value CPG target. But if you are buying them like a standard "W18-44," you are missing them completely.

  • The Data: While the average W18-44 spends 59% of their TV time streaming, New Moms are at 65%. They have effectively abandoned Linear TV (only 8% share) and Cable (13% share).
  • The Content: They aren't just watching "Mom" content. They are heavily indexed on Feature Films (Index 162) and Child Multi-Weekly programming (Index 764).
  • The Fix: Stop buying "Daytime Talk" on linear. Shift budget to Co-Viewing environments on CTV. The data suggests these users are watching with their kids (Bluey, Movies) rather than watching alone.

EV Shoppers: A Tale of Two Cities

The report tracks the "EV Curious" (~1% of the US population), but reveals a massive split in behavior depending on price point. You cannot buy "Auto Intenders" as a single block anymore.

  • Luxury EV Shoppers: They behave like traditionalists. They over-index on Cable News and Sports. Their streaming usage (31%) is actually lower than the general population.
  • Non-Luxury EV Shoppers: They are digital-first. They spend 46% of their time streaming and heavily favor Dramas and Feature Films over sports,.
  • The Fix: Bifurcate your auto rows. If you are selling a high-end model, stick to Live Sports/Cable. If you are selling a mass-market EV, move that money into Programmatic CTV and Drama packages.

Soda Drinkers: The "General Market" Trap

"Soda Drinkers" make up 54% of the US population, meaning they usually look exactly like the "General Market" in broad reporting,. This makes them invisible in standard planning tools.

  • The Data: When you look at the top 5 soda brands, their consumers' TV habits look identical on the surface (Roughly 33% streaming, 25% broadcast).• The Insight: The variance isn't in the medium, it's in the distributor. Shoppers of specific brands (e.g., Brand C vs. Brand D) show massive variance in which specific networks and apps they use.
  • The Fix: Do not buy "Adults 18+." You must look at distributor-level data. Some brands are wasting massive spend on Broadcast when their specific buyers have shifted to Cable/Satellite distributors.

The Bottom Line: Media is fractured. A "New Mom" and a "Luxury Car Buyer" might technically be in the same demographic age bracket, but their consumption habits are diametrically opposed.